摘要
行銷方式的成功與否，將可決定毀滅或是創造成功的產品、服務和商業模式，策略的訂定，則可以充分顯示企業對於內外部環境的了解與掌握程度。行銷策略訂定的好與壞，甚至意謂著企業成長或是原地踏步、還是衰退等狀況。
隨著網路世界日興月異，傳統的行銷方式已無法滿足現代化的市場需求。而網路行銷漸漸地與人們的生活密不可分，從2001年的雅虎奇摩拍賣平台到近年來的臉書粉絲團個人化銷售模式，已大幅度改變人們的購物模式。傳統市場與店面已漸漸式微。
金門酒廠的高粱酒與法國的白蘭地一樣具代表性，相較其他國家名酒亦不遜色，2016年參加舊金山世界烈酒大賽勇奪雙金牌，打敗大陸茅台、五加皮….等66國128種世界名酒，奠定了台灣白酒市場的領導地位。在知名品牌光環加持下，不只業績持續穩定成長，年年為金門酒廠帶來高額收益。
本研究採行動模式，註冊粉絲專頁:金門高粱家戶配酒，進行一系列的行銷手法探討SWOT分析、行銷組合4P為主要依據。印證新穎的行銷模式是否可以在白酒市場生存。

關鍵字：社群行銷 高粱酒

Abstract
Successful marketing strategy creates great products, services and business models. The formulation of the strategy demonstrates the company's understanding and mastery of the internal and external environment.
With the rapid development of the online environment, traditional marketing methods have been unable to meet the needs of modern markets. And online marketing is gradually inseparable from people's lives. From the Yahoo! auction platform in 2001 to the personalized sales model of Facebook fans in recent years, the shopping model has been greatly changed. Traditional markets and storefronts have gradually declined.
The ginseng wine of the Golden Gate Winery is as representative as the French brandy. It is not inferior to the famous wines of other countries. In 2016, it participated in the San Francisco World Spirits Competition and won the double gold medal, defeating the mainland Maotai, Wujiapi, etc. 128 world famous wines have established a leading position in the Taiwanese liquor market. Under the aura of well-known brands, not only the performance continues to grow steadily, but also brings high returns to the Golden Gate Winery every year.
This study adopts the action mode, and registers the fan page: Jinmen Gaochun households with wine, a series of marketing techniques to explore SWOT analysis, marketing combination 4P as the main basis. Confirm whether the novel marketing model can survive in the liquor market.
Keywords Community marketing, Sorghum

參考文獻
1、陳宣孝。58度金門高粱酒行銷策略之研究，萬能科大經營管理研究所在職專班碩士論文，民99年。
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